Some of you might remember when Hostess, the maker of Twinkies, was ordered to liquidate on November, 2012 after it failed to stay in business. There was a lot of outcry from people who grew up eating Twinkies. To them it was not only about the cream-filled small cake itself but it was more about the emotions and memories they attached to the brand.
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This is why working on building a strong brand image is important in advertising. How many products have you seen go off the shelves for years and they have never been revived? This happens more than we actually think. The reason why most products don't make it back on the shelves is because their perceived value is low, from a buyer's standpoint.
However, thanks to Twinkie's image well integrated in the culture for decades, it was an easier decision for Apollo Global Management and C. Dean Metropoulos Co. to buy the Hostess company. CNBC states that the company spent 410million for the deal.
Twinkies will be available in stores starting July 15th (TOMORROW). Looks like some of you might be getting a piece of your childhood back.
My projections:
1. The new company has to make sure Twinkies taste the same as the original
2. They shouldn't change the packaging, logo, colors or anything related to the look of the old Twinkies
3. A heavy ad campaign should follow.You can't only rely on loyal customers or the hype itself
4. They have to be innovative with new products to keep up with the changing taste and health concern of Americans.
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